Alfred Pedersen & Sons is taking part in an initiative set up by NGO Stop Wasting Food by selling irregularly shaped produce at a discounted price. Selling misshapen tomatoes whole and as ‘food waste ketchup’ the company has seen 75 tonnes of produce and 25 tonnes of the ketchup sold since May.
“We have for many years spoken in favour of selling vegetables of this kind in Danish supermarkets. This will help to reduce waste during primary production as well as create growth in the food retail sector. After ten years of debating food waste I am sure that Danish consumers are ready to welcome irregularly shaped vegetables on to supermarket shelves,” said Selina Juul, Stop Wasting Food’s founder.
The scheme is celebrating great success and aim to expand it in future.
“I would love to have even more cooperation between our NGO and the producers.”